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SEO 101: Tips and Tricks for Search


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Free traffic is key to protect your margin. In a specially created SEO session, you'll learn how to drive more traffic through Search Engine Optimization. Keyword research, ranking factors, site architecture, and SEO tools are just some of the topics covered in this session.

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SEO 101: Tips and Tricks for Search

  1. 1. SEO 101: TIPS AND TRICKS FOR SEARCH Dennis Goedegebuure, Natural Search Marketing Specialist
  2. 2. AGENDA <ul><li>What is SEO? </li></ul><ul><li>Search Trends </li></ul><ul><li>How Search Engines Work </li></ul><ul><li>Ranking Factors </li></ul><ul><li>Free Tools </li></ul>
  3. 3. WHAT IS SEO? <ul><li>Free traffic </li></ul><ul><li>More visitors </li></ul><ul><li>More downloads </li></ul><ul><li>More transactions </li></ul><ul><li>More successful </li></ul>S earch E ngine O ptimization
  4. 4. WHAT IS SEO? (CONT’D)
  5. 5. WHAT IS SEO? (CONT’D) <ul><li>All major search engines have documentation </li></ul>Webmaster Guidelines Bing: en-us&project=wl_webmasters Google: Yahoo:
  6. 6. AGENDA <ul><li>What is SEO? </li></ul><ul><li>Search Trends </li></ul><ul><li>How Search Engines Work </li></ul><ul><li>Ranking Factors </li></ul><ul><li>Free Tools </li></ul>
  7. 7. UNIVERSAL SEARCH <ul><li>Search engines are blending different results </li></ul><ul><li>Less real estate for text results on first page </li></ul>
  8. 8. SNIPLETS PRESENTATION <ul><li>Enhance your site presentation through structured metadata </li></ul><ul><li>Yahoo Search Monkey </li></ul><ul><li>Google Rich Sniplets </li></ul>Y! Search Monkey: Google Rich Sniplets:
  9. 9. AGENDA <ul><li>What is SEO? </li></ul><ul><li>Search Trends </li></ul><ul><li>How Search Engines Work </li></ul><ul><li>Ranking Factors </li></ul><ul><li>Free Tools </li></ul>
  10. 10. SITE CRAWLING <ul><li>Search engine robots crawl the web to discover new content. </li></ul><ul><li>Crawlers follow extractable links . </li></ul><ul><li>Sitemaps can help pages get discovered. </li></ul><ul><ul><li>XML sitemap </li></ul></ul><ul><ul><li>HTML sitemap </li></ul></ul>
  11. 11. SITE INDEXING <ul><li>Search engines download and store HTML content. </li></ul><ul><li>Only extractable </li></ul><ul><li>content is indexed. </li></ul>
  12. 12. SITE RANKING <ul><li>Search engines rank websites according to relevance factors. </li></ul><ul><li>Important ranking factors: </li></ul><ul><ul><li>Keyword in anchor tag to the page </li></ul></ul><ul><ul><li>Links to the page and site </li></ul></ul><ul><ul><li>Page title </li></ul></ul><ul><ul><li>H1 tag </li></ul></ul><ul><ul><li>Quality of the content </li></ul></ul>
  13. 13. AGENDA <ul><li>What is SEO? </li></ul><ul><li>Search Trends </li></ul><ul><li>How Search Engines Work </li></ul><ul><li>Ranking Factors </li></ul><ul><li>Free Tools </li></ul>
  14. 14. Ranking Factors <ul><li>Links </li></ul><ul><li>URL structure </li></ul><ul><li>Meta content </li></ul><ul><li>Page content and elements </li></ul><ul><li>Sitemap </li></ul>$lumps = array ( ‘L’ => ‘Links’ , ‘ U’ => ‘URL’ , ‘ M’ => ‘Meta Tags’ , ‘ P’ => ‘Page content’ , ‘ S’ => ‘Sitemaps’ ) ;
  15. 15. <ul><li>Discovery </li></ul>LINKS <ul><li>Relevance </li></ul><ul><li>CORRECT :   Find great deals on computers ! </li></ul><ul><li>INCORRECT:   Find great deals on computers! </li></ul>
  16. 16. LINKS (CONT’D) <ul><li>Quality of links to a page </li></ul><ul><li>Quantity of links to a page </li></ul><ul><li>Keyword used in the anchor tag </li></ul><ul><li>External links: majority to home page </li></ul><ul><li>Internal links: through site structure </li></ul>About page rank:
  17. 17. URL STRUCTURE <ul><li>Keyword rich domain </li></ul>Considerations for URL Avoid big number of parameters Keywords in URL
  18. 18. URL STRUCTURE <ul><li>Avoid canonical URL problems </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><li>Canonical tag is a band aid to solve this problem: </li></ul><head> <link rel=“canonical” href=“” /> </head>
  19. 19. META TAGS <ul><li>Meta tags are HTML elements used to provide structured metadata about a web page </li></ul><head> <title>eBay Daily Deal: Great items, deep discounts, and free shipping</title> <meta name=“description” content=“Attention dealhunters: Save money on eBay with the Daily Deal. Check back every day for great items, deep discounts, and free shipping.”> <meta name=“keywords” content=“deal, deals”> </head>
  20. 20. TITLE TAG FORMULAS <ul><li>Keep SERP listings consistent across site </li></ul><ul><li>Reinforces branding </li></ul><ul><li>Informational Action Words: Learn, Discover, Find, Read, See </li></ul><ul><li>Transactional Action Words: Buy, Try, Get, Download </li></ul>Informative Page Tag: [Primary Keyword] – [Action Words] [Secondary Keyword or Keyword Variation] [Brand or Company Name] Product Page Tag: [Product Name] – [Action Words] [Secondary Keywords or Keyword Variation] [Brand or Company Name] Example: Nintendo Wii – Buy Wii Game Console on eBay
  21. 21. META TAGS Does the result inspire a click?
  22. 22. PAGE CONTENT & ELEMENTS <ul><li>Build pages for two user agents: </li></ul><ul><ul><li>Users </li></ul></ul><ul><ul><li>Crawlers </li></ul></ul><ul><li>Content in HTML </li></ul><ul><li>Prevent usage of flash or other rich media </li></ul>
  23. 23. PAGE CONTENT & ELEMENTS (CONT’D) Use semantic HTML <h1>My Article Title</h1> <p>Scientist reported Wednesday…</p> <span class=“heading1”>My Article Title</span> <p>Scientist reported Wednesday…</p>
  24. 24. SITEMAPS <ul><li>Submit a XML sitemap to all major search engines for easy discovery of your pages. </li></ul><ul><li>Add sitemap location to Robots.txt file. </li></ul>XML Sitemap <?xml version=&quot;1.0&quot; encoding=&quot;UTF-8&quot; ?> - <sitemapindex xmlns=&quot;;> - <sitemap> <loc></loc> </sitemap> </sitemapindex>
  25. 25. SITEMAPS (CONT’D) <ul><li>HTML sitemap </li></ul><ul><ul><li>Build an HTML sitemap with all links on your site </li></ul></ul><ul><ul><li>For users and for search engines </li></ul></ul><ul><ul><li>No more than 50 links </li></ul></ul>
  26. 26. AGENDA <ul><li>What is SEO? </li></ul><ul><li>Search Trends </li></ul><ul><li>How Search Engines Work </li></ul><ul><li>Ranking Factors </li></ul><ul><li>Free Tools </li></ul>
  27. 27. Free Tools Search engine web tools Google webmaster Tools: Yahoo Site Explorer: Bing Webmaster Center:
  28. 28. FREE TOOLS (CONT’D) <ul><li>Free Firefox plug-in toolbar </li></ul>Web developer toolbar Web developer toolbar:
  29. 29. Free Tools (CONT’D) Keyword research tools Google Search Insights:
  30. 30. FREE TOOLS (CONT’D) Keyword research tools
  31. 31. FREE TOOLS (CONT’D) Microsoft excel ad intelligence plug-in Microsoft Ad Intelligence:
  32. 32. CONCLUDING THOUGHTS <ul><li>Natural search is “free” traffic. </li></ul><ul><li>Natural search does not require rocket science. </li></ul><ul><li>Good rankings start with good site architecture. </li></ul><ul><li>Natural search can make YOU more successful. </li></ul>
  33. 33. MORE INFORMATION <ul><li>Webmaster guidelines </li></ul><ul><ul><li>Bing: </li></ul></ul><ul><ul><li>Google: </li></ul></ul><ul><ul><li>Yahoo: </li></ul></ul><ul><li>Free tools </li></ul><ul><ul><li>Web developer toolbar: </li></ul></ul><ul><ul><li>Google Search Insights: </li></ul></ul><ul><ul><li>Microsoft Ad Intelligence: </li></ul></ul><ul><li>Search engine webmaster tools </li></ul><ul><ul><li>Google webmaster Tools: </li></ul></ul><ul><ul><li>Yahoo Site Explorer: </li></ul></ul><ul><ul><li>Bing Webmaster Center: </li></ul></ul>
  34. 34. LEARN AND SHARE <ul><li> </li></ul><ul><li>Twitter:  @paypalx </li></ul><ul><li> </li></ul><ul><li>Innovate 09 hashtag:  #ppxi09 </li></ul>LEARN AND SHARE Twitter: @paypalx Innovate 09 hashtag: # ppxi09 Proprietary